HagginGroup to Reopen as Haggin Marketing

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The HagginGroup -- a direct marketing, catalog and retail advertising agency -- closed its doors yesterday but principals of the company plan to open a new agency Monday.


The company will be known as Haggin Marketing Inc. and will be based in Sausalito, CA, instead of San Francisco. The move comes several months after parent-firm, Network Commerce, said it would close the agency as part of its downsizing effort.


Mike Wychocki, vice president of Haggin Marketing, said Jeff Haggin, who retired last winter as president of HagginGroup, will return to the helm of the newly formed agency.


Jeff Haggin formed the HagginGroup in 1993. Network Commerce bought it in 1998.


The decision to create a new agency comes after a tumultuous two months that saw the consulting agency scrambling to raise capital to buy the company from its parent-firm. But when plans for a buyout fell through, Wychocki said he, Haggin and Inge Morascini -- a retail advertising expert -- would start another agency.


The new firm will have 20 staff workers including Haggin, who is president, and Wychocki and Morascini who will serve as vice presidents. While catalog, retail advertising and Web marketing will be its business core, the company plans to do more strategic consulting, Wychocki said.


The firm has retained seven accounts and is pursuing others, but Wychocki declined to name them.
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